Using market research to relaunch a brand
A first direct case study

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Page 6: Conclusion

first direct has always been a pioneering bank. It creates convenience, setting it apart from competitors. For a short while, first direct lost its way and became more like other banks. Fortunately it understands the importance of market research and marketing. It asked customers what they wanted. The answers were clear and so was the response. first direct is now recapturing its distinctive reputation in the banking sector.

first direct | Using market research to relaunch a brand